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SeatGeek is becoming a distribution partner of the National Football League, putting the mobile-first startup alongside larger rivals Ticketmaster and StubHub in the league's new approach to ticketing.

The partnership lets New York City-based SeatGeek, a relative newcomer to the industry, sell verified NFL tickets through its own marketplace starting this year. That could include primary tickets sold directly from clubs as well as resale tickets listed by fans, inventory simultaneously listed through the other companies.

"Our goal has been to prove to teams that they will benefit from being open, as opposed to the closed, legacy systems," said SeatGeek co-founder Russ D'Souza. "Now the largest league in the world is embracing the concept, and we're thrilled to be part of that network."

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